With 43 entertainment centers, more than 20 million guests a year, and new markets to enter, Main Event had a culture worth working for — and no real talent brand to show it.
About The Main Event Project Partnership
Main Event Entertainment operates 43 family entertainment centers across the United States, serving over 20 million guests annually. As the company prepared to roll into new markets — ahead of its consumer marketing — it needed two things: better employee retention, and an employer brand that could arrive in a new market before the marketing did. Brandemix partnered with Talent Acquisition Director Rhonda Merchant to build that brand from the inside out.
Our Goal
Uncover the authentic culture employees already lived, and turn it into an employer brand and EVP that would attract the right people, keep them longer, and align marketing and recruitment behind one story.
Employee stories
Research, inside out
Research, inside out
Extensive internal research across the organization: time in the centers, employee interviews, authentic stories gathered at every level. The messaging was crafted from what employees actually said, not invented.
Employer brand
Employer brand
“Serious Fun. Together.” — an employer brand and EVP that translated Main Event’s spirit into messaging candidates and employees could recognize as true.
Careers website
Careers website
A redesigned careers site built on authentic storytelling, with day-in-the-life job profile videos showing real roles in real centers.
Day-in-the-life videos
General Manager — Katie
Party Host — Kendall
Line Cook — Leslie
See all 15 day-in-the-life profiles
Social media strategy
Social media strategy
The EVP brought to life across digital channels, with employee stories at the center.
Internal activation
Internal activation
The corporate offices reimagined to reflect the energy of the centers, so the brand employees were promised was the one they walked into.
Rapid response: Toys “R” Us
Toys “R” Us — Stay & Play
When Toys “R” Us announced its closure, Brandemix responded within days: a targeted campaign with a branded microsite and “Stay & Play” hiring events. For less than $500, it attracted 250 candidates in ten days.
Results
- Time-to-hire cut by 50% — hourly positions typically filled within a week
- Career site traffic up 35%
- 38% of job board visitors submitted an application
- Application volume up 22%; cost-per-hire down significantly
- Average employee retention up two months
Brandemix was exactly the strategic partner we needed to transform our employer brand. Their team took the time to truly understand our unique culture, conducting thorough research across our organization and bringing fresh, innovative ideas to the table. What impressed me most was their ability to translate our company spirit into compelling, authentic messaging that resonates with candidates and employees alike.
The results exceeded our expectations — cutting our time-to-hire in half, increasing application volume by 22%, and significantly reducing cost-per-hire. I would highly recommend Brandemix to any organization looking to elevate their employer brand. Their strategic thinking, creativity, and flawless execution made them an invaluable partner in our transformation journey.
— Rhonda Merchant, Former Director, Talent Acquisition, Main Event
Deliverables: Employer Brand & EVP · Careers Website · Day-in-the-Life Videos · Social Media Strategy · Internal Brand Activation · Recruitment Marketing Campaigns
